A FRESH collective bargaining agreement with players could be concluded by the end of July, AFL CEO Gillon McLachlan says.

McLachlan updated club CEOs at a meeting in Melbourne on Thursday on the progress of negotiations, confirming that the players are seeking a set percentage of the game's revenue.

Although he refused to respond publicly to that demand, he said the AFL was keen to achieve a fair outcome for players.

"Wherever we get to, the players are an incredibly important part of our competition," McLachlan said.

"As we roll out our investment model there will be a very fair outcome for our players.

"We'd like to bring all of this together by the middle of the year."

Neither party has detailed the percentage of revenue the players are after, nor what elements would be included in total revenue if the AFL agreed to such a model.

Debate is also expected around key issues such as free agency and retirement for ex-players as negotiations gather pace.

McLachlan also revealed the CEOs had debated whether eight or 10 teams should be part of the much-anticipated Women's Football League kicking off next year.

Thirteen AFL clubs have applied to be part of the competition next February and McLachlan said the arguments supporting a competition consisting of eight or 10 teams were equally strong.

"[It's a] line ball," he said.

"Ten means a broader cross section of clubs and more shoulders behind the wheel, and at eight the depth of talent is more significant."